Dell goes for the consumer

CBS.MarketWatch.com

ROUND ROCK, Texas (CBS.MW) -- In a push to become the No. 1 home technology provider, Dell Computer unveiled a consumer campaign called Dell4me that includes a new advertising campaign, high-speed cable access and "lifestyle-focused" notebooks.

As part of the new plan, Dell
dell
teamed with ExciteAtHome
ATHM, -0.61%
to enable customers to order a Dell computer as well as high-speed cable Internet access in one swoop. See press release. Customers can order the service when they buy a Dimension desktop or Inspiron notebook PC.

"Dell4me is using technology in cool new ways," Janet Mountain, vice president and general manager of Dell's consumer business, said during the company's conference call.

"It's about being a complete resource for products and services that make it easy for consumers to get the most out of technology," she added during the call. "It's about building a life-long relationship with our customers that makes Dell the single source provider and a partner in terms of utilizing technology in interesting new ways."

Mountain said there are two objectives to the Dell4me plan. One is to deliver user-friendly PCs to the U.S. marketplace; the second is to communicate that benefit to consumers.

Dell said it's offering personalized notebooks so customers can meet their particular "lifestyle" and Internet needs. Dell has jazzed up its Inspiron 3700 notebooks, which now come in two colors: Tahoe blue or storm grey. See press release. The model includes the choice of a pointing stick or a touch pad, various hard drive capacities and an Intel Celeron microprocessor. Prices for the 3700 model start at $1,899.

The Inspiron 7500 performs like a desktop, Dell said. It starts at $2,099 and includes two new large-screen displays.

Additionally, Dell will begin offering its Dimension desktop PC with MusicMatch Jukebox software, an MP3 player and powerful speakers for those who are using their PC along with Internet access as a home sound system.

Lastly, the company's new advertising will begin on television and in print this Saturday and will focus on "consumer benefits of computing technology."

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